Demand Driven VET System
for ASEAN Tourism
Professor Chris Cooper
Presentation
• Education Systems in ASEAN
• The CBT approach
• Involving industry
• Why is a demand driven system
important.
• How do we partner with the tourism
industry to achieve this?
Education Systems in
ASEAN
A wide spectrum of approaches is
present with two extremes:
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Educator supply-driven approaches;
and
Industry demand-driven approaches
The CBT technology demands that the
industry demand-driven approach is
adopted – and can be used as a
medium of change
This will demand the integration of
industry into education and training
systems for tourism
Let’s examine the two approaches
in more detail…
Educator Supply-Driven
Systems
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The curriculum is designed, delivered
and determined by the educator
It assumes staff are capable of
understanding the demands of the
labour market
To move away from this is both
threatening - and expensive
Danger of education and training
becoming increasingly less relevant
Threatens competitiveness of tourism
Industry not involved
But…
• There is nothing wrong with this approach
if it is used to educate people about
tourism for their general interest and
awareness.
• Where it is a problem is when it is used to
feed employees to the industry.
• In this case a demand driven approach is
needed
Industry-Driven Systems
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The curriculum is designed, delivered
and determined by educators in
partnership with industry
Partnerships are valued
This requires a confident, secure and
mature governance system, education
and tourism sector
Assumes personnel on both sides are
willing to work with each other and
demands a shift in traditional thinking
Demands the establishment of industry
standards
Tourism CBT Across ASEAN
A threefold classification of countries in
terms of their adoption and use of CBT
technology:
1. Users (CBT accepted)
2. Transitionals (CBT in the process of
acceptance)
3. Non-users (CBT not yet accepted)
This means that the amount of work to
implement a CBT system varies by
country
So to Summarise… A
Spectrum
Supply driven
Demand driven
Industry partners
Government control
Non-users
Transitionals
Users
So Why are we Here?
• This workshop is designed to facilitate the
movement of ASEAN countries along the
spectrum from supply-driven system to
demand-driven systems
• In particular this will involve partnering
with the tourism industry
• And the central use of the common
competencies framework
• Allied with awareness raising and training
• To deliver a CBT approach
• Without the CBT approach, design and
implementation of the MRA will be much
more difficult
• So what is required to establish a CBT
approach across ASEAN?
• Briefly recap the basics of CBT
Competency Based
Training
• Based upon idea of using competency
profiles to predict job performance
• Disenchantment by industry with
education and training
• Pressure from industry to develop industry
relevant standards and education
• Knowledge economy and flatter
structures
• Globalizing HR
• In tourism the need for HR for
competitiveness
Industry Involvement
• Vital to respect the views and expertise of
industry
• Industry is the end user of tourism
education and training
• HR must therefore be equipped with
relevant skills and competencies to allow
industry to perform and be competitive
• Vital to build industry into the education
and training system through partnership
• Industry intimately involved in specifying
competencies, content and assessment
The Requirements
• CBT must be linked to tourism policy and
strategy
• Identify competencies to predict
performance in the workplace:
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Motives
Traits
Self concept
Knowledge
Skill
• Tend to focus on final two
Profiling
• Determines unique set of
competencies for a particular job
function - such as say a waiter.
• Can be done:
– Top down; or
– Bottom up
• Bottom-up preferred
Bottom-Up Profiling
• Broad competency categories
• Specific competencies
• Competency rating
• Performance standards
• CBT
• Need to review and update
Industry Involvement in CBT
• Each CBT element assessed against
specified standard to be reached by the
student. These standards are determined
in consultation with industry
• Industry is competent to assess - master
and industry assessors in partnership with
educators
• Balances academic rigor with industry
relevance
• Driven by TRGs in a leadership role
• In other words, this is the way that
standards are established and
conformity assessment can be
achieved for the MRA.
The Medium for Industry
involvement?
• Normally formalized in the form of a
training board with representatives from
tourism industry sectors, industry
associations, government and education
institutions
• Provides the mandate and authority to
develop CBT system for tourism
• Our TRGs are embryo training boards
The Role of Industry
• Industry role in developing a CBT system profiles and assessment
• Delivers materials and industry dimension
for educators
• Acts as a supportive partner
• Awareness raising – workshops and
training
• Sharing good practice across ASEAN
• Developing resources – kits, resources
and web sites
• Ensuring industry relevance and updates
The Way Forward
• For each ASEAN country the task will be
different.
• Important to learn from each other in
socializing the Framework and integrating
industry and education
• Some models more appropriate than
others in particular countries because
governance systems for tourism and
education differ
• First step is the national workshops